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Resellers are important to marketers because ______________.
A. They have their own buying centers that service customers
B. They buy equipment, supplies, and technology to run their own businesses
C. They serve as an early warning system to OEMs
D. They carry excessive amounts of inventory
E. They order months and years in advance
_____ are unique purchases made based on a defining characteristic for the consumer.
The characteristic might be a real or perceive product feature such as Apple iPhone's
easy user interface.
A. Shopping goods
B. Convenience goods
C. Specialty goods
D. Unsought goods
E. None of these
A straight rebuy __________________.
A. Reorders products that are rarely used
B. Gets new products from an approved vendor
C. Reorders products that are used on a consistent basis
D. Gets new products from a new vendor
E. Purchases products that are new and improved but essentially the same
The first stage of the maturity phase of the PLC is characterized as having _________.
A. Growth, but at a rate lower than the growth stage
B. No growth
C. Loss of sales
D. Growth at an increasing rate in comparison to the growth stage
E. None of these
Statistics the sales manager gathers from the firm's internal data reflect _________.
A. Subjective measures
B. Output measures
C. Objective measures
D. Input measures
E. Nonfinancial incentives
________ is not one of the five primary activities in the value chain.
A. Inbound logistics
B. Operations
C. Technology procurement
D. Outbound logistics
E. Marketing and sales
Porsche was able to successfully introduce the Cayenne SUV as the first
high-performance sporty SUV. Because the company's brand had high _____ it was
able to introduce a product into a category that, to that point, had not been considered a
'sports vehicle."
A. Brand associations
B. Brand loyalty
C. Perceived quality
D. Brand connections
E. Brand identity
_______________ are products that are sacrificed at prices below cost to attract
shoppers to the store.
A. Fair trade laws
B. Minimum markup laws
C. Loss leader products
D. State fair trade laws
E. None of these
The percentage of jobs in the United States that are service-related equal about
__________.
A. 20 percent of all jobs
B. 40 percent of all jobs
C. 60 percent of all jobs
D. 80 percent of all jobs
E. 100 percent of all jobs
A young, well-educated sales force is highly motivated by ______________________.
A. Salary
B. Nonfinancial incentives
C. Intrinsic rewards
D. Output measures
E. Incentive pay
If a firm is considered customer-centric, it implies that the company _________.
A. Does marketing research on all the market segments and creates ads that focus on
individual market segments
B. Develops products and services that sell well in both large and small markets
including some international markets
C. Places the customer at the center of everything that takes place both inside and
outside the firm
D. Places the employee and the customer at the top of the organizational chart
E. None of these
The Coca-Cola Co. gives its bottles the same distinctive shape all over the world
because it believes that ________ sensations translate well across global markets.
A. Tactile
B. Olfactory
C. Auditory
D. Visual
E. Linguistic
______________ is the use of geographic data to drive marketing messaging and other
marketing decisions.
A. Geo-location marketing
B. M-commerce
C. E-mail marketing
D. Social marketing
E. Sales promotion
